Ralphy’s Guide to Letting Your Hair Down: 5 Lessons for Credit Unions in 2025

If there’s one thing my dog Ralphy knows how to do, it’s embrace life with pure, unfiltered joy. Whether the sun is shining, the rain is falling, or the temperatures dip so low my teeth chatter, Ralphy has mastered the art of pushing his own window button, sticking his head out, and living in the moment. It’s his trademark move: the wind whipping through his fur, ears flapping like he’s ready for liftoff, and an expression of complete contentment on his face.

Ralphy doesn’t care about the weather. He doesn’t fret over speed bumps. He doesn’t even worry if there’s a squirrel out there plotting a vendetta against him. He just lives. Watching Ralphy in his element inspired me to think: what if credit unions took a page from his book as we face the changes and challenges of 2025? Here are five “Ralphy-approved” tips for how we can navigate taxation debates, membership growth, DEI initiatives, serving the underserved, and succession planning—while still embracing our mission of people helping people.

1. Learn to Push the Button: Face Taxation Challenges Head-On

Ralphy didn’t wait for me to open the window—he learned to push the button himself. Credit unions in 2025 need to do the same when facing the ever-present taxation debate. Rather than waiting for others to advocate for us, we must press the button by educating legislators, policymakers, and members about why our tax-exempt status is vital to the financial well-being of our communities.

Ralphy’s lesson? Be proactive. Whether it’s running advocacy campaigns, sharing member impact stories, or rallying the troops at “Hike the Hill,” we can’t let challenges keep us from sticking our heads out the window and fighting for what matters. And hey, don’t forget to wag your tail—positivity always wins people over.

2. Stick Your Head Out: Chase Membership Growth Opportunities

Ralphy doesn’t just stick his head out the window because it’s there—he does it because it’s fun and exciting. Credit unions need to embrace that same adventurous spirit when it comes to membership growth. In 2025, our target audience isn’t just anyone with a bank account; it’s young professionals, small business owners, underserved communities, and tech-savvy Gen Zers.

How do we grow like Ralphy chasing a frisbee? Meet members where they are. That means:

• Offering cutting-edge digital services for tech-savvy users.
• Creating engaging community events.
• Being present in social media spaces where potential members spend their time.

Ralphy doesn’t worry about whether his head is in the “perfect position”—he just enjoys the ride. Similarly, credit unions should embrace bold, new ideas and not be afraid to fail forward.

3. Embrace Every Kind of Weather: Stay Committed to DEI

Ralphy doesn’t care if it’s sunny, raining, or snowing—he sticks his head out anyway because he knows life’s beauty isn’t tied to perfect conditions. For credit unions, the same can be said for Diversity, Equity, and Inclusion (DEI). Regardless of the challenges we face, we must embrace all members and staff with open hearts and open minds.

DEI isn’t a one-time initiative or a checkbox; it’s a commitment to creating a culture where everyone feels valued. That means:

• Investing in education and unconscious bias training.
• Partnering with organizations that help recruit diverse talent.
• Reaching out to underserved communities with tailored products and services.

Ralphy’s lesson? All people deserve a chance to feel the wind through their hair. Credit unions can lead the way by fostering equity, inclusivity, and representation.

4. Sniff Out Ways to Help the Underserved: Never Stop Wagging Your Tail

Ralphy has a special superpower: he can sniff out a biscuit from a mile away. Credit unions need to channel that same energy when seeking ways to help the underserved. As cooperatives, we’re uniquely positioned to offer financial services to people and communities who’ve historically been left behind by traditional banks.

In 2025, that might mean:

• Expanding small-dollar loan programs to prevent reliance on predatory payday lenders.
• Offering financial education tailored for underserved populations.
• Investing in affordable housing initiatives.

Ralphy’s tail doesn’t stop wagging when he spots a need—he goes for it with enthusiasm and purpose. Credit unions should do the same by doubling down on our “people helping people” mission.

5. Enjoy the Ride: Plan for the Future with Succession and Sustainability

Ralphy doesn’t stress about tomorrow. He enjoys every moment of the ride, trusting the journey. For credit unions, this means embracing the future with thoughtful succession planning and sustainable practices. As our leadership ages and industries evolve, we need to prepare for what’s ahead while ensuring that our culture and mission remain strong.

What does this look like?

• Grooming young talent for leadership roles through mentorship programs.
• Building long-term sustainability by investing in green practices and financial tech.
• Ensuring that our cooperative DNA is carried forward by new generations of leaders.

Ralphy’s wisdom? Plan for the future, but don’t forget to enjoy the ride. Every wag of the tail, every breeze through the hair—it’s all part of the journey.

Final Thoughts: Be Like Ralphy

As we face 2025, let’s take a lesson from Ralphy. Push the button. Stick your head out. Wag your tail. Embrace every challenge with the joy and determination of a dog who’s just discovered the magic of rolling down his own window. Because no matter what the future holds, credit unions will always find a way to make the ride worthwhile—for our members, our communities, and the mission of people helping people.

Now, if you’ll excuse me, Ralphy and I have a road trip to take—there’s a whole world of wind out there waiting for him to enjoy.